As retailers increasingly leverage celebrity endorsements and licensing to promote their store brands, the Private Label Manufacturers Association's (PLMA) 2008 Chicago trade show -- running Nov. 16-18 at Chicago's Rosemont Exhibition Center -- will present a special pavilion of companies that offer opportunities for private label licensing partnerships.

The section, which was introduced on a limited basis a year ago, will give private-label decision-makers from America's leading retailers and wholesalers a chance to explore the fast-growing licensing trend, and meet with licensing companies, publishers, celebrity and artistic management firms, entertainment lawyers, and others who either own or manage licensing properties. Beyond the Licensing Pavilion, the PLMA show will present over 2,000 exhibit booths featuring the latest products, packaging and promotional ideas for retail brand programs.

While sales statistics for direct-to-retail licensing are not recorded, the pairing of private label with celebrities, animated characters and other licensed properties has become the latest in a series of quality upgrades in products, packaging and presentation that have given retailer-owned brands more than 20 percent of supermarket unit sales.

Kroger, the country's top supermarket chain, has enlisted Mickey Mouse and friends for Disney Magic Selections, a kid-friendly private label program that also gets the thumbs up from health-conscious moms. Meanwhile, Warner Bros.' Looney Tunes characters have been licensed to Safeway for an exclusive line of Eating Right Kids products.

Kohl's department stores and the Food Network have rolled out cookware and tabletop items for casual entertaining, all branded and created in collaboration with the network's star celebrity chef, Bobby Flay. And Target continues to build up its home and housewares lines created in partnership with famous designers like the architect Michael Graves and interior designer Sami Hayek, while CVS offers exclusive beauty lines from celebrity stylists Cristophe of Beverly Hills and Ellin LaVar, in addition to a baby-care line under license from Playskool. In similar fashion, retailers from Wal-Mart to Walgreens, Costco, Kmart, Williams-Sonoma and Home Depot are already using well-known interior designers, sports figures, chefs and animated characters to build their store brand programs. Others are sure to follow.

Companies exhibiting in the Licensing Pavilion at PLMA's 2008 Trade Show include: Brand Central; Curtis Publishing; Global Icons; Guiding Stars Licensing; IMC Licensing; The Joester Loria Group; King Features Syndicate; The Licensing Company; MODA International Marketing; Nancy Bailey & Associates; and License Global Magazine.

PLMA's annual Private Label Trade Show is where buyers and executives from virtually all the top retail chains meet manufacturers to identify the latest innovative products, merchandising and marketing concepts. With more than 5,000 visitors and 2,000 buyers, it is the largest show of its kind in the United States.

On the food side, product categories include fresh, frozen and refrigerated foods, snacks, beverages, ethnic specialties and gourmet lines. On the non-food side, the show includes household and personal care products, over-the-counter pharmaceuticals, vitamins and nutrition, DIY, and general merchandise.

For more information, visit www.plma.com.